Your Bratrax Lite questions, answered.

How is Bratrax different from Triple Whale, Northbeam, or Hyros?

Flat $79/mo regardless of GMV. No contract, no demo. Same caliber of attribution methodology — none of the sales-team overhead. We give you an MCP endpoint so your data connects to the AI you already pay for. The incumbents don't. Full breakdowns: Bratrax vs. Triple Whale, Bratrax vs. Hyros.

How much can you actually shrink the unattributed bucket?

Significantly — but the honest answer is "it depends on your stack." On one Bratrax client we got it to 3%. Another landed at 5%. Some clients will always carry a higher "direct" bucket no matter what tool they use, because of how their traffic flows. We're not going to promise you a number.

What we will promise: by the time we're done stitching, you'll see pretty much the entire journey your customer took on your site before buying — every session, every source, every touch we can recover. The mechanism is a first-party tracking pixel served from your own domain (so most adblockers don't kill it), plus the full Shopify order record as a ground-truth fallback when the pixel misses. You get the journey. What you do with it is up to you.

Will this give me "perfect" attribution?

No. And I want to be clear about why — because most tools either dodge this question or quietly sell you the lie.

Perfect attribution doesn't exist because attribution is not causation. We are not telling you why a customer bought. We can't. Nobody can. What we're showing you is what your customer actually did on your site before they bought — the sessions, the channels, the sequence. That's correlation, presented honestly. The moment a tool tells you it knows why an order happened, it's stopped doing analytics and started doing astrology.

Bratrax gives you the picture. You bring the judgment.

Why do you recommend first-touch and last-touch over multi-touch?

Because they're the foundation. First touch is where the journey started. Last touch is what closed it. Everything else — linear, time-decay, position-based — is a derivative of those two anchors. If your first and last touch data isn't clean, no fancier model will save you.

We built the data layer underneath so that once your basis is solid, any other model can be added on top in minutes — it's a config change, not a re-architecture. We give you the five standard models out of the box, but here's the honest framing: use single-touch for decisions (the math is additive — one order, one credit, revenue sums correctly), use multi-touch for exploration.

What about cross-device tracking? My customers see ads on phone and buy on desktop.

We use email, customer ID, and first-party identifiers to stitch where we can. We can't stitch a view-only Meta touch on phone to a Google search and purchase on desktop — no tool can; that's a structural limit of click-stream attribution.

What we do that's different: we show you the exact stitching logic in the config file, so you can see when a number is high-confidence vs. inferred.

Which dashboards come pre-built?

Five default dashboards:

1. Store Performance — revenue, spend, returns, MER (Marketing Efficiency Ratio = revenue ÷ total ad spend), blended ROAS, new vs. returning customer mix, subscription health (active subs, MRR, churn, LTV).
2. Attribution — channel-to-ad drill-down with MER, blended ROAS, blended CPA, NC ROAS, NC CPA, contribution margin, CPM, CTR.
3. Customers — cohort retention, customer & subscriber LTV, subscriber acquisition by channel, MRR & growth trends over time.
4. Email & SMS — Klaviyo campaigns and flows (sends, open/click rates, unsubs), list health, lifetime email/SMS revenue + subscriber LTV.
5. Products — net revenue, units sold, total discount, top products and SKUs by revenue, per-SKU detail with variants.

Can I customize the dashboards?

Yes. Templates are opinionated, but you can adjust them by chatting with the AI — describe what you want differently and it edits the underlying data model for you. The more you chat, the better the dashboards get: each conversation becomes context for the next one, so the AI learns how you think about your business.

What if I'm already using another attribution tool?

Run them side by side. A lot of brands keep their existing tool for the first month and compare numbers daily. Most stop comparing after week two.

What's an MCP endpoint?

MCP (Model Context Protocol) is an open standard that lets AI assistants connect to external data sources. Your Bratrax MCP endpoint connects to Claude at launch. OpenAI MCP support is on our roadmap.

Because MCP is an open protocol, any MCP-compatible client will work via the same endpoint, no migration. You provide your own API key. We provide the data connection. No additional cost from us, no token markup.

Do I need to use AI to get value from Bratrax?

No. The dashboards stand alone and answer the most common questions out of the box. The MCP endpoint is there for when you want to go deeper than the dashboard — cohort cuts, custom calculations, anything you'd otherwise export to a spreadsheet.

Which AI assistants does Bratrax connect to?

Claude at launch — install the endpoint with your own Anthropic API key. OpenAI MCP support is on our roadmap. MCP is an open protocol, so the same endpoint will work with any MCP-compatible client as those clients mature — you won't have to migrate anything.

Why Anthropic-only at launch?

The DTC operators we talk to are mostly on Claude. We're shipping with the integration we know our buyers will actually use, then expanding to OpenAI and any other MCP-compatible client as those mature. Same endpoint, no migration.

What if I don't use Claude?

The dashboards stand alone — you get all the attribution and analytics value with or without AI. The AI integration is Claude-only at launch; OpenAI is on our roadmap.

Is my data sent to my AI provider when I query?

Only the data your assistant explicitly pulls in response to your prompt. You control what's queried. We don't pipe your data to any LLM provider in the background.

How fresh is the data AI can query?

Active accounts refresh every hour. Idle accounts refresh every two hours. Whatever's in your dashboards is what AI sees — so the number you eyeball in the morning is the same one AI reasons about when you ask it why.

What does the founding member rate actually mean?

The first 100 brands to start an account pay $79/mo for the lifetime of their account. That price never changes — even if we add features, add tiers, raise prices, or get acquired. After the first 100, pricing moves to $99/mo. If you sign up today, you pay $79/mo forever.

Why is the price $79 and not $5?

Per-client infrastructure runs us about $2–4/month. We could charge $9 and still be profitable. We don't, because that's race-to-the-bottom logic and it eventually compromises the product.

$79 funds a small team and the refusal to take outside money. When founders complain about $1,500/mo attribution tools, the real complaint isn't "analytics should be free." It's "$1,500 is paying for sales teams, conferences, and investor returns — not better tech."

Are there hidden costs?

No. $79/mo flat. Your Anthropic API bill goes directly to Anthropic — we don't mark up tokens or take a cut. No per-event fees. No GMV-based scaling.

Do I need to pay annually?

No. Month-to-month. One click to cancel — we don't make you call anybody.

What's the difference between Lite and Clear Vision?

Lite is self-serve at $79/mo. Opinionated dashboards, an MCP endpoint into your warehouse, five attribution models, live in minutes.

Clear Vision is a service at $5K/mo: a dedicated human analyst, a custom data model built around your business, weekly strategic reviews, Slack access to the data team. Most brands start with Lite. You'll feel the ceiling when you hit it.

Can I upgrade from Lite to Clear Vision later?

Yes. Your data and dashboard setup travel with you.

How long does setup take?

Most brands go from signup to live dashboard in under 10 minutes. Connect Shopify, link your ad accounts (Meta, Google, Klaviyo), dashboards populate. No onboarding call. For Shopify-only stores, the Shopify app handles tracking automatically — no manual install.

What happens after I sign up?

After signup, your dashboards populate within minutes (see "How long does setup take?"). The optional next step is the AI integration: grab your MCP endpoint from settings and install it with your Anthropic API key.

What if I run pages outside Shopify?

If you have lead pages, custom pre-sale pages, or a non-Shopify checkout, the onboarding asks "Pages outside Shopify?" and walks you through copying and pasting the tracking snippet to those pages. Shopify-only stores skip this step entirely.

Do you offer onboarding calls?

Not for Lite. The product is designed to be self-serve in under an hour. If you need a dedicated human, that's Clear Vision.

What platforms do you support at launch?

• Shopify (store, including Shopify-native subscriptions)
• Meta (ads)
• Google (ads)
• Klaviyo (email/SMS)

What's on the roadmap?

TikTok Ads, Pinterest Ads, Amazon Ads, and dedicated subscription tools (Recharge, Bold, Skio) — already surfaced in the onboarding "Build your stack" screen, not yet wired.

Other commerce platforms (BigCommerce, WooCommerce, custom) are not committed yet. If a platform you need is missing, email support@bratrax.com — that's how we prioritize.

Can I use Bratrax if I'm not on Shopify?

Not yet. Lite is Shopify-first.

Do you support agency call funnels or affiliate marketing setups?

No. Lite is D2C-specific. If your stack is built around high-ticket call funnels or affiliate VSLs, we're not the tool for you yet.

Can I run multi-domain attribution across separately-owned stores?

Single-store at launch. Multi-store is a Clear Vision conversation.

What if it doesn't work for me?

30-day money-back guarantee. If you're not getting more reconciled, traceable numbers than your current tool by day 30, full refund. No support ticket required — one email to support@bratrax.com.

Is my store data safe?

Yes. Your data lives in its own ClickHouse instance — not pooled with anyone else's. We don't share it between clients. We don't sell it. We don't use it for anything other than powering your dashboards and your MCP queries. Same architecture we use for $5K/mo Clear Vision clients — you're getting their data security on a $79/mo plan.

Can I export my data?

Yes. Your data lives in its own ClickHouse instance — query it with SQL, export to BigQuery, S3, CSV, wherever you want it.

What happens if I cancel?

One click from settings. Your data is yours — you can export it to your destination of choice on the way out. No hostage situations.

What happens if Bratrax gets acquired or shuts down?

If we get acquired, your founding member pricing is locked in writing — that's what "even if we get acquired" in our pricing answer means in practice. If we shut down, your data is already in your ClickHouse instance — you don't need us to keep using it. We built it that way on purpose.